May 3 2021, 9:45 am | BY Kim Shaw | No Comments
Early last week Smart Communications in the Philippines released its long-awaited “Live Your Passion with Purpose” campaign via Dentsu Jayme Syfu headlined by the world’s leading pop icon, BTS.
The epic campaign established Smart Communications in advertising history as the first and only Philippines company to ever seal a direct partnership with BTS under HYBE, formerly Big Hit Entertainment.
Shot in Seoul at the height of the global lockdown, the campaign has the seven BTS members on different versions of The Penrose Stairs, symbolic of defying impossible situations. It is set to two of the band’s most recent hits, Life Goes On followed by the record-breaking hit Dynamite, appropriately providing the score to a timely and encouraging message to Filipino ARMY during the Philippines’ most challenging time.
March 9 2021, 10:24 am | BY Kim Shaw | No Comments
In Coca-Cola Philippines latest film via dentsu Jayme Syfu, women are confronted with real-life situations that box women into stereotypes from phrases such as “Kababae mo’ng tao, ang brusko mo” (You’re a woman, but you act so rough) or “Kababae mo’ng tao, palaban ka” (You’re a woman, yet you’re defiant) to a line that questions what kind of woman comes home very late at night. However, the film also shifted the narrative and turned it into a positive one giving the power back to women and allowing them to be true to themselves because women CAN. (Kababae mo’ng tao, kaya lahat kaya mo!)